When Franklin Quest Co., the inventor of the Franklin Day Planner, and Covey Leadership Center, publisher of self-improvement books, merged to form Salt Lake City-based Franklin Covey, they concocted a powerful recipe for both personal and professional success. And a great opportunity for a retail makeover.
Columbus, Ohio-based Retail Planning Associates (RPA) took on the challenge. They transformed the store from a rectangular to a circular format that guides customers comfortably to the various departments. And, to attract a high-end crowd, sophisticated materials were used to reflect the quality of the merchandise.
Curved, sleek, wood-veneered store fixtures are more attractive than the previous displays, and wheels make them portable and easy to restock. For example, a step-by-step fixture at the front of the store gives newcomers information on choosing and using planners based on personal criteria. And because research showed customers had difficulty finding the right planner size and format, RPA designed a wall system with samples so customers can see what they're buying.
The curved ceiling, echoed by curved flooring below, subtly leads customers to the technology section. And a mix of birds'eye maple and burgundy Formica Ligna wood surfacing on the counter, PermaGrain hardwood flooring and a deep, forest-green carpet create an inviting new look on all surfacing levels.
Although post-merger changes closed some stores and opened other retail outlets, most of the stores are being retrofitted. By the end of this year, Franklin Covey hopes to have renovated 22 stores, for a total of 35 to 40 stores. All 125 stores will eventually be redesigned.
Client Team: Franklin Covey, Salt Lake City — Jon Rowberry, president/ceo; Brandon Butterfield, marketing
Design: Retail Planning Associates (RPA), Columbus, Ohio — David Hogrefe, project director; Kurt Shade, environmental designer; Jeff McCall, senior vp, chief strategist; Diane Perduk Rambo, senior vp, creative director, colors and materials; Marie Haines, senior store planner/merchandiser
Ceilings: VenTec Ltd., Chicago
Fabrics: Deepa Textiles, San Francisco; Bernhardt, Lenoir, N.C.
Fixturing: Dupont Corian, Wilmington, Del.; Rudy Art Glass, York, Pa.; Formica Corp., Cincinnati
Flooring: Harbinger Co., Atlanta (carpet); PermaGrain Products, Newtown Square, Pa. (wood)
Furniture: Tuehy Furniture, Chatfield, Minn.
Lighting: Zumtobel Staff Lighting, Highland, N.Y.; Indy Lighting, Fishers, Ind.
Props/Decoratives: Questech Metals, Middlebury, Vt. (metal compasses and video monitors)
Signage/Graphics: Retail Planning Associates, Columbus, Ohio
Wallcoverings: The Sherwin Williams Co., Cleveland; VenTec Ltd., Chicago
Photographs: Michael Houghton, Studiohio, Columbus, Ohio